Postcards from the Bleeding Edge
Saturday, November 13, 2004

  Transcription ante - a way to make money from audioblogging, internet radio, and podcasting

I've been writing up a business plan for a new VOIP service that I've been calling "Transconf". I'm discouraged at the state of the market it's in, but encouraged by Richard Branson's philosophy - "The time to get into a business is when it's abysmally run by someone else".

I typed on today, trying to finish the first draft, exploring business models, relatively undaunted by the number of partners I'd have to interface with, the costs of advancing the states of the technologies I wanted to use, the backend costs, the margins, and the quality control issues... I ran the spreadsheet: I needed about 650k to get to beta, and over 12m to get to cash flow positive. Although that latter figure didn't include realistic margins for actual revenue I got kind of discouraged, and went outside for a nicorette. It's hard to think, 24 hours into trying to quit smoking....

An idea dropped out of the sky. It wouldn't take much to develop, and would end up profitable for everybody. I'd drop everything and work on it if I didn't have so much invested in the core ideas of transconf... I still might get to work on this....

as I'm way behind on podcasts, with radio recordings, and on my favorite audio site (IT Conversations)...

Audio Transcription Antes

Fact: Transcription services have a cost of about $180.00 per hour of recording, even with computer assistance. As Doug Kay points out, a basic transcription can be had for much less in India.
Fact: Much audio content on the net is not being transcribed, and much of that is not worth being transcribed
Fact: Text information has more value than purely voice information (it's more easily linked to, googled for, reused, etc -)
Fact: If the cost of transcription could be scaled to meet demand, everybody would enjoy metcalfe's law effects in supply and demand for moving voice to text.

The idea is basically - have a service that wraps around any given audio file
that allows writers and readers to ante in on having a transcription of that recording available.

Add a "Transcribe This" button to any given audio feed, and it's rating system. Clicking on that button gives an ebay-like status on how close it is financially to getting transcribed, and allows readers to "ante up" to get it closer to being transcribed. "Transcribe this" could also be built into mp3 players and the like...

When the ante reaches the minimum required to get the recording transcribed, the audio gets sent off to the transcription service, it gets transcribed, the transcription gets emailed to the audio owners and the people that ante'd up (conveying a first mover advantage), and a few days later the transcription can be made public...

... thus lowering the costs of the audio -> text conversion for all...

does that work for anyone? Press? Public? Podcasters? Politicians?

 
Comments:
Great idea, Mike. Takes a fair amount to implement, however, particularly the financial committment aspect. The committments could be informal, but then if someone doesn't pay, who gets stuck with the bill?

FYI, I've had many IT Conversations transcribed in India. The cost, if you hunt and negoatiate, is about $60/hr of audio. Proofreading and correcting are still required.

...doug (producer, IT Conversations)
 
Yep, the money and trust issues always raise their heads.

I figure most the time, the authors of the conversation, or the host of the event, would ante up to get the transcription done, if it were made easy enough.
but I realized it could be expanded to just about any voice performance, such as stuff in the national archives, and if the idea was more ubiquitous in any field, (sales?) metcalfe's would kick in faster. Trust gets easier the smaller your trusted circle...

I'm still working on the right word - ante doesn't work - "pledge"? I'd want to build in a reputation based system for both transcriptionist and pledger...

>FYI, I've had many IT Conversations transcribed in India. The cost, if you hunt and negoatiate, is about $60/hr of audio. Proofreading and correcting are still >required.

As for India, as you said, there's still editing to be done afterwards.

I have some hope that better quality can be had by using Indian resources mixed with American, and american expats - and still the costs come out at over 80/hr. I like this, actually, it means that there is room to innovate out from under these costs, and that there's an existing market used to paying them - and paying for the extremes of local reference (180 is one of the lower quotes I got from a firm in Boston) I've been quoted as low as 90/hr of transcription on simple stuff here in SC, with varying results - the quality control issue remains no matter which country I get the work from. (to improve turnaround I am thinking Alaska/Hi, Australia, India, Estonia, Ireland, and South Carolina)


Thank you so much for itconversations - and such a fast reply - I've never had so much good radio to choose from.

--
Mike
 
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Hi,

I'm sorry for being intrusive in to your blog. But I am Melissa and I am a mother of two that is just trying to get out of an incredible financial debt. See my hubby is away in Iraq trying to protect this great country that we live in, and I am at home with our two kids telling bill collectors please be patiant. When my husband returns from war we will beable to catch up on our payments. We have already had are 2001 Ford repossessed from the bank, and are now down to a 83 buick that is rusted from front to back and the heater don't work, and tire tax is due in November.

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Pay per click (PPC) advertising continues to gain popularity in the online marketing world as an effective and inexpensive way to drive targeted visitors to web sites. Research firm eMarketer reported that between 2002 and 2003 the paid search listing market grew 175 percent.

Major trusted search properties such as Google, Overture, FindWhat, Search123 and Kanoodle, all offer PPC campaigns in which you pay only when someone clicks through your banner ad or link. But PPC also has an enemy--click fraud--and understanding what it is and what to do about it should also be a key part of your PPC campaign.

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Click fraud is when someone or something generates illegitimate hits on your banner or text advertisement causing you to pay for worthless clicks. AS PPC campaigns have grown in popularity and keyword prices and bidding have become more competetive, click fraud is on the rise.

Online marketers are becoming increasingly worried about the prospect of click fraud. According to CNET News, some marketing executives estimate that "up to 20 percent of fees in certain advertising categories continue to be based on nonexistent consumers in today's search industry."

This estimate is certainly unsettling for advertisers who, recently, have been paying hefty amounts bidding on desirable search terms. Financial analysts report that in the year 2004 advertisers are paying an average of 45 cents per click. Compare this to 40 cents in 2003 and 30 cents in 2002 the bidding wars continue to rise.

Who's Doing it and Why?
Click fraud perpetrators are most often motivated by trying to increase revenues from affiliate networks or attempting to damage competitors' revenues by forcing them to pay for worthless clicks. The Google Adsense program, in which affiliates receive payment for clicks whether they are real or not, has caused great concern for Google and has intensified its focus on click fraud.

Those engaged in click fraud use a variety of techniques to generate false clicks. Low cost international workers from all over the world are hired to locate and click on ads. The Times of India provided investigative reporting on payment for manual click fraud happening in India. Unethical companies may pay their own employees to click on competitor ads. Last but not least, click fraud can be generated by online robots programmed to click on advertiser or affiliate ads. Some companies go to great lengths creating intricate software that allows for this to happen.

How Can You Deter It?
Many advertisers know about the possibility of click fraud but generally haven't done much in the past to prevent it. Some feel that if they complain to any of the search conglomerates, it could ruin their free listings. Others feel like the problem is beyond them.

"It is a bigger problem, but folks just don't want to take the time to track it down because it's a complex problem," stated John Squire, of web analytics firm Coremetrics, to CNET. "Given that some of the largest marketers manage up to 1 million keywords in a campaign the data can be difficult to crunch."

Companies who do understand and report click fraud to search engine properties have had success receiving refunds for fraudulent clicks. For those advertisers who want to address the possibility of click fraud in PPC campaigns, good option do exists. At the most basic level, advertisers can use general auditing many have been known to compile lists of sites that generate high numbers of clicks but not sales. This will indeed put up a red flag.

On the other hand, because click fraud is advancing at such frequency, click fraud detection companies and software have been popping up all over the country. Let's take a look at some of the options:

- WhosClickingWho.com - This fraud detector tracks all PPC search engines, detects multiple IP's, and even pops up a "ClickMinder" after a potential abuser clicks repeatedly over five times.
- ClickDetective - ClickDetective allows you to track return visitors to your site and alerts you if there is evidence that your site may be under attack. Its reports show you every click in real time rather than a summary hours later.
- BogusClick - BogusClick can help advertisers determine competitor IP addresses, originating PPC search engines and/or partner sites involved, as well as keywords used.
- Clicklab - Clicklab employs a score-based click fraud detection system that applies a series of tests to each visitor session and assigns scores. Calculations are made to indicate bad/good sessions to show an advertiser the quality of traffic.

Click fraud is a big problem in search engine marketing that's only going to get bigger in the future. It is wise for any online advertiser to implement some auditing system. Why continue to waste precious campaign money?!

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06/09/2002 - 06/16/2002 / 07/28/2002 - 08/04/2002 / 08/11/2002 - 08/18/2002 / 08/18/2002 - 08/25/2002 / 08/25/2002 - 09/01/2002 / 09/22/2002 - 09/29/2002 / 11/10/2002 - 11/17/2002 / 12/15/2002 - 12/22/2002 / 12/22/2002 - 12/29/2002 / 12/29/2002 - 01/05/2003 / 01/05/2003 - 01/12/2003 / 01/19/2003 - 01/26/2003 / 01/26/2003 - 02/02/2003 / 02/09/2003 - 02/16/2003 / 02/16/2003 - 02/23/2003 / 03/02/2003 - 03/09/2003 / 03/16/2003 - 03/23/2003 / 04/06/2003 - 04/13/2003 / 04/13/2003 - 04/20/2003 / 04/20/2003 - 04/27/2003 / 05/04/2003 - 05/11/2003 / 05/18/2003 - 05/25/2003 / 05/25/2003 - 06/01/2003 / 06/01/2003 - 06/08/2003 / 06/08/2003 - 06/15/2003 / 06/15/2003 - 06/22/2003 / 06/22/2003 - 06/29/2003 / 06/29/2003 - 07/06/2003 / 07/20/2003 - 07/27/2003 / 07/27/2003 - 08/03/2003 / 08/03/2003 - 08/10/2003 / 08/10/2003 - 08/17/2003 / 08/17/2003 - 08/24/2003 / 08/24/2003 - 08/31/2003 / 08/31/2003 - 09/07/2003 / 09/07/2003 - 09/14/2003 / 09/14/2003 - 09/21/2003 / 09/21/2003 - 09/28/2003 / 09/28/2003 - 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